Business & Strategy · Exhibition campaign
One campaign that hits families and $10,000 checks at once
A natural history museum lands the deep-sea show every museum wanted, and the campaign has to hit families and $10,000 checks at once.
The brief, verbatim
I'm the director of a mid-size natural history museum and we just landed the touring exhibition every museum in the region wanted: deep-sea life, real specimens, an eight-month run opening in March. Our attendance has been flat for three years and this is the swing. I need the campaign: how we talk about it, the look of it everywhere, posters, street banners, the ads, the membership push, and the opening-night invitation for donors. It has to hit families with kids and also the people who write $10,000 checks, without splitting into two campaigns. The marketing budget is $180,000, the biggest we've ever spent, and my board approved it while looking straight at me. If this run sells out, our next decade is funded.
What the room did
The complete campaign book: the platform, the applied suite across posters, street banners, ads, and the membership push, the donor opening-night invitation with its particulars held as clean blind rules, and the identity rulebook with exact hexes and type. The $180K media allocation sums to the dollar, and every locked date is set identically on every surface.
The deliverable
Build your own
You have a show to fill. Brief the studio in plain English and watch a room of specialists build the campaign.
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